We’re encountering a big shift towards online shopping, but where will it stop?

Endless possibilities

Koos conducted qualitative research into the psychological motivations behind online shopping. The main reason for the shift towards the internet is the opportunities it brings compared to the offline retail.
It provides us with an endless stream of consumer products ;
– The internet never closes down (it’s open 24/7)
– It’s never out of stock
– There is infinite choice. We can visit multiple shops within seconds.
– We can find detailed product information and consumer feedback
– We can compare thousands of different prices and retailers
– We can shop at our own pace, without annoying and pushy salespersons
– …

Difficulties finding the right product

At the same time we find the internet cold and frigid, and the distance makes it difficult to create a personal connection with the product we’re after. As it is hard to manage our expectations upfront, we perceive the internet to be more risky than the regular offline shops. Many people want to feel and see upfront what they are going to get. That’s what we call the ‘reality check’ – it is the gap that (most) web shops can’t bridge.

A nice example is online dating (a new product versus a new girlfriend)
Going to your regular pub to pick up a girl is a relatively safe thing to do; Their might be a few girls around that are interested and you can have a drink together on the spot and chat face to face to see if there is a personal connection: you know upfront what you are going to get. Now imagine an online dating site. Instead of the few girls in the pub, there are thousands of girls to choose from, giving you more opportunity to the find the perfect match. But how can you be certain to end up with the right one?

Our context determines our involvement and thus shopping behaviour

The context of purchase and the product to be purchased are of great influence on the customer journey and his involvement. Looking at the consumer mindset and product cost, 4 types of mind sets can be identified:

Staple: evolves from a need and low price: these are day to day products, such as staples.
Necessity: Need and high cost: products that are necessary in daily life, such as white goods.
Splurge: evolves from a customer’s desire (want), with a low product price: products that one does not need, but desires, (bargains), such as A-brand soap and electronic gadgets.
Luxury: A customer’s desire at a higher price: luxury items, such as an expensive watch or camera.

This is how we can explain (& influence) shopping behaviour

Each shopping journey consists of four different (subconscious) phases:

1. Fantasising
2. Scanning
3. Planning
4. Transacting

Depending on our context and involvement we combine the internet & traditional retail during our shopping journey. By understanding the context and the category we can assist consumers by providing them with the right shopping experience.

Want to know more? Give us a buzz or drop by for a coffee!